/INS. Paperboard manufacturer Iggesund Paperboard’s market-leading brands Invercote and Incada are again among the three most valuable brands on the European paperboard market, concludes a newly released brand survey of European paperboard converters and brand owners done by Opticom International Research.
The converters chose Invercote as the clear leader, significantly ahead of number two, Performa from Stora Enso. Incada placed third among the 14 brands that qualified for the list of European leaders, according to the converters. Value for money and quality consistency are the most important factors for converters’ choice of paperboard. Their highest service priorities are availability and delivery reliability.
“We rarely comment negatively about Incada’s quality and we always receive excellent technical service,” said a UK converter specialising in cosmetics and other beauty products.
“Invercote has been our main paperboard choice for many years and it functions well in our production,” said another UK converter with a more general focus.
“We’re incredibly pleased and proud of our wonderful and strong brands, which are so important to our customers, colleagues and businesses,” comments Charlotte Lagerwald, Marketing Strategy Director, who is responsible for managing and caring for Iggesund’s brands. “When our customers and other stakeholders also rank us so highly, it proves we are doing the right things and also helping our customers to be successful.”
Both the company Iggesund Paperboard and its product brands Invercote and Incada have a high and growing recognition factor. Given that Iggesund’s competitors, Stora Enso and Metsä Board, are both considerably bigger companies, this high recognition is even more notable.
Opticom also produces a corresponding ranking of paperboard brands based on interviews with owners of consumer brands in six market segments: dry foods, chilled & frozen foods, chocolate & confectionary, wines & spirits, fragrances, cosmetics & beauty care, and pharmaceuticals. Both Invercote and Incada are the leaders with a wide margin, coming first and second respectively in the segments of fragrances and cosmetics & beauty care.
“Of course the study is limited to Europe but it still reinforces our sales reasoning as we try to broaden and increase our sales in both Asia and the US,” comments Arvid Sundblad, VP Sales & Marketing and in charge of Iggesund Paperboard’s global sales. “Our new service solutions in Asia and on the US West Coast give us a new competitiveness in these markets that we previously lacked. In addition, European brand owners who manufacture in Asia can now be more secure in knowing that they can use Invercote there as well.”
Caption: Invercote is the most valuable brand on the European paperboard market and Iggesund Paperboard’s other brand, Incada, is ranked third. The photo shows a card with extreme laser cutting designed by Van Heertum Design, Tilburg, the Netherlands. © Iggesund
Iggesund Paperboard is part of the Swedish forest industry group Holmen, one of the world’s 100 most sustainable companies listed on the United Nations Global Compact Index. Iggesund’s turnover is just over €500 million and its flagship product Invercote is sold in more than 100 countries. The company has two brand families, Invercote and Incada, both positioned at the high end of their respective segments. Since 2010 Iggesund has invested more than €380 million to increase its energy efficiency and reduce the fossil emissions from its production.
Iggesund and the Holmen Group report all their fossil carbon emissions to the Carbon Disclosure Project. The environmental data form an integral part of an annual report that complies with the Global Reporting Initiative’s highest level of sustainability reporting. Iggesund was founded as an iron mill in 1685, but has been making paperboard for more than 50 years. The two mills, in northern Sweden and northern England employ 1500 people.
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